Posts Tagged ‘VideoAd’

Online video ad barriers disappear

Wednesday, June 16th, 2010

Online ads can move poll numbers. Barriers to online video advertising are disintegrating. Now is the time for politicians and advocacy organizations to shift 10% of their TV ad spend online.

These were the major points presented by Political Online Video Advertising panelists Anupam Gupta, Michael Bassik, Michael Beach, Josh Koster, and Alex Skatell at the recent Personal Democracy Forum conference in New York.

Disintegrating barriers

Many political advertisers blame structural barriers for their hesitation to invest in online. They point to:

  • A lack of inventory for in-stream video ads.
  • The expense and labor involved in creating and/or editing video for online audiences.
  • Incentive and pricing structures that favor TV.

These barriers are more perceived than real.

  • While in-stream video ad inventory is low, inventory for in-banner video ads is virtually unlimited. By running video ads in standard display ad banners, advertisers have access to millions of online impressions.
  • Running in-banner video allows advertisers to target viewers, either by selecting the sites the ads run on or by taking advantage of the geographic and demographic targeting tools available through ad networks.
  • Studies increasingly show that online viewers are willing to spend time watching engaging video content. This means that 30-second TV spots can be easily and economically re-purposed for use online.
  • TV + online creates a synergy that is more than the sum of the two parts. Yahoo!’s analysis of Nielsen IAG data showed that a 10 percent to 15 percent shift from TV to online increased reach and significantly lowered cost per point (CPP). In addition, the frequency of online ads improved TV brand recall by as much as 50 percent.
    Source: Nielsen IAG

    Source: Nielsen IAG

Online advertising can move poll numbers

A recent study conducted by Russell Research on behalf of RESOLVE: The National Infertility Association confirmed that online ads can move numbers. The study measured the ability of an online display and video ad campaign to raise awareness.

Comparisons of baseline polls and post-campaign surveys showed significant increases in awareness (from 42 to 56 percent for some audience segments) as well as strong ad recall.

The time is now

Only 5 months until the 2010 elections. Extend your TV ad campaigns online now.

Learn more about dynamic video advertising for politics.

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Posted in Agencies, Case studies, Publishers, Research and industry data, TV and Xspots | No Comments »

People ARE choosing to watch

Wednesday, June 9th, 2010

You’ve no doubt encountered the commonly-held perception that 30-second TV spots are too long to run on the web.

New Mixpo data, however, contradicts that perception. People ARE choosing to watch political and advocacy TV spots online.

An analysis of performance data based on 90 million video ad impressions across 17 2010 political campaigns reveals that viewers averaged more than 24 seconds of view time.

In addition, the view rate for the ads (2.41 percent) was slightly higher than the industry standard DoubleClick benchmark rate for rich media ads with video (2.29 percent). And, active viewers (those who actively chose to play a video ad) were 24 times more likely to click in a video ad compared to the standard click rate for static banner ads.

Another recent study overturns a related assumption: that the shortest ads will have the highest completion rates.

Based on a sample of 100 video ad campaigns that spanned 19.7 million views, video ad and analytics firm TubeMogul found that the completion rate was highest for mid-length (30 seconds to 1:30) stand-alone video ads.

On average, 32 percent of viewers watched mid-length ads all the way through. Only 17 percent completed ads shorter than 30 seconds.

Findings like these, in combination with new purchasing options for online in-banner video placements, make this an ideal time for politicians and advocacy organizations (as well as other advertisers) to extend their TV campaigns online.

Advertisers can:

  • Reuse 30-second TV spots online without editing them down to 15 seconds.
  • Achieve multiple goals (for example, raise donations, build lists, recruit volunteers, and gain Facebook fans and Twitter followers) with a single, re-purposed ad.
  • Build an even stronger brand and messaging impression by redirecting engaged viewers to more in-depth or locally relevant video content.
  • Deliver millions of impressions by running video ads across the Internet in existing display spaces.
  • Target specific audiences by publication and through ad serving networks that deliver ads based on demographic, geographic, and other characteristics.

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Posted in Agencies, Measurement and metrics, Publishers, Research and industry data, TV and Xspots | No Comments »